scholarly journals Influence of Value Co-Creation on Virtual Community Brand Equity for Unichannel vs. Multichannel Users

2021 ◽  
Vol 13 (15) ◽  
pp. 8403
Author(s):  
Natalia Rubio Benito ◽  
Nieves Villaseñor Román ◽  
Mª Jesús Yague
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Virtual Communities ◽  
Single Channel ◽  
Virtual Community ◽  
Mobile App ◽  
Business Strategies ◽  
Equation Modeling ◽  
Functional Value ◽  
Service Brands

Value co-creation by users in a virtual community is a key element to encouraging the community’s brand equity. This study analyzes the effect of the functional value provided by the virtual community on the two value-co-creation behaviors that occur within it: (1) self-value co-creation and (2) communal value co-creation. Through self-value co-creation, participants co-create value to their own benefit by becoming involved in co-designing their experience. By communal value co-creation, participants co-create value through evaluations, recommendations, and ideas that benefit others. This study also asks whether multichannelity—using various channels to access the virtual community (website and mobile app), as opposed to using a single channel (website or mobile app)—has a moderating effect on the relationships proposed between value co-creation and brand equity of the virtual community. The analysis is contrasted empirically for the virtual community Tripadvisor with data collected by a research institute via telephone interview. Confirmatory factor analysis and multi-group structural equation modeling techniques were used to assess the proposed model. The study enriches two significant lines of scholarly research, value co-creation and brand equity. It does so in multi-brand virtual contexts in which variety of service brands coexists with the brand of the virtual community, and with users who access the virtual community through one or various channels. The study also contributes to the formulation of business strategies oriented to increasing the brand equity of virtual communities.

To Be Or Not To Be Visible In Company-Managed Virtual Communities?

2014 ◽  
Vol 5 (4) ◽  
pp. 20-37
Author(s):  
Imene Ben Yahia
Keyword(s):  
Structural Equation Modeling ◽  
Relationship Quality ◽  
Relationship Marketing ◽  
Structural Equation ◽  
Virtual Communities ◽  
Group Analysis ◽  
Virtual Community ◽  
Equation Modeling ◽  
Modeling Techniques ◽  
The Relationship

This research investigates how the companies' efforts' visibility influence VCs members' loyalty. Based on the relationship marketing and the signaling theory, it posits that perceived benefits by members influence loyalty through the full mediation of the relationship investments and the relationship quality. However, this influence is moderated by the visibility of companies' efforts. Data from 342 members of company-managed virtual communities were collected. The sample was divided into two groups according to the visibility of the company's efforts. Data were analyzed using structural equation modeling techniques and multi-group analysis. Results show that this influence is significant when the efforts of the company are visible and not significant when they are not. Providing benefits to members is then not enough to foster loyalty. The company has to be a visible partner who contributes in the success of the virtual community.

Exploring Active Participation in Virtual Communities and the Role of Community Benefits: An Empirical Study of University Students in India

2019 ◽  
Vol 20 (2) ◽  
pp. 515-528
Author(s):  
Anupama Vohra ◽  
Neha Bhardwaj
Keyword(s):  
Structural Equation ◽  
Virtual Communities ◽  
Virtual Community ◽  
Active Participation ◽  
Equation Modeling ◽  
Convenience Sample ◽  
Bootstrap Analysis ◽  
Community Benefits ◽  
Hedonic Benefits

User-generated content (UGC) forms an indispensable part of virtual community (VC) based on marketing. It not only makes the community information-rich, but is also instrumental in generating more interactions on the community platform, involving more number of members, both actively and passively. With this backdrop, the present study aims to explore active participation (AP) of members in a VC, which leads to the creation of UGC for the community. Social media (SM) use being context dependent, the main objective of this article is to study the role of VC benefits in inducing AP among users in the Indian context. The mediating role of member’s satisfaction with the community in the above relationship is also explored. The proposed model is tested on a convenience sample of 170 SM users using structural equation modeling (SEM). The results indicate that of the three benefit categories, selected, social and hedonic benefits, play an important role in inducing AP among community members. A bootstrap analysis is performed to check for mediation, wherein satisfaction is found to partially mediate the relationship between social benefits and AP, and indirect mediation is established between hedonic benefits and AP. The study offers useful insights to community managers, so as to strategically design their community content creating satisfied users and inducing AP.

Driving individuals’ citizenship behaviors in virtual communities through attachment

2019 ◽  
Vol 29 (4) ◽  
pp. 870-899 ◽  
Author(s):  
Chao-Min Chiu ◽  
Hsin-Yi Huang ◽  
Hsiang-Lan Cheng ◽  
Jack Shih-Chieh Hsu
Keyword(s):  
Structural Equation ◽  
Virtual Communities ◽  
Virtual Community ◽  
Self Esteem ◽  
Citizenship Behavior ◽  
Equation Modeling ◽  
Citizenship Behaviors ◽  
Content Type ◽  
Common Bond ◽  
Common Identity

Purpose The purpose of this paper is to examine the complex relationships between common bond attachment, common identity attachment, self-esteem and virtual community citizenship behavior (VCCB). This study identifies two broad categories of VCCB: citizenship behaviors directed toward benefitting other individuals (VCCBI) and citizenship behaviors directed toward benefitting the virtual community (VCCBC). Design/methodology/approach The authors apply partial least squares structural equation modeling to test the hypotheses, using a sample of 388 valid responses. Findings The results indicate that common bond attachment and common identity attachment have a significant effect on self-esteem, which, in turn, has a significant effect on VCCBI and VCCBC. The results also indicate that common bond attachment has a significant effect on VCCBI, and that common identity attachment has a significant effect on VCCBC. Originality/value This study contributes to a better understanding of VCCBs through common identity and common-bond theory, social identity theory and the stimulus-organism-response framework.

Social Presence and Transactional Distance as an Antecedent to Knowledge Sharing in Virtual Learning Communities

2017 ◽  
Vol 55 (6) ◽  
pp. 844-864 ◽  
Author(s):  
Fatma Gizem Karaoglan Yilmaz
Keyword(s):  
Knowledge Management ◽  
Learning Communities ◽  
Knowledge Sharing ◽  
Social Presence ◽  
Structural Equation ◽  
Virtual Communities ◽  
Virtual Community ◽  
Virtual Learning ◽  
Transactional Distance ◽  
Equation Modeling

Today, the use of social network-based virtual learning communities is increasing rapidly in terms of knowledge management. An important dynamic of knowledge management processes is the knowledge sharing behaviors (KSB) in community. The purpose of this study is to examine the KSB of the students in a Facebook-based virtual community created within the scope of a class in terms of their social presence (SP) and transactional distance (TD) perceptions. Both SP and TD are important factors in the creation of a community feeling and in the interaction of the participants, and it is believed that these two factors will effect KSB in virtual communities. Data were gathered from 217 university students by using three scales: the KSB scale, the SP scale (subdimensions: interaction, ownership, and affective statements) and the TD scale (subdimensions: student–student [S–S] interaction, student–teacher [S–T] interaction, student–content [S–C] interaction, student–interface [S–I] interaction, and student–environment [S–E] interaction). The structural equation modeling showed that students’ KSB were related to their SP and TD perceptions in the process of utilizing virtual learning communities. The results of the study indicate that each subdimension of SP and TD scales are significant predictors on KSB. Further researches and implications are explained and discussed.

How fundamental and supplemental interactions affect users’ knowledge sharing in virtual communities? A social cognitive perspective

2014 ◽  
Vol 24 (5) ◽  
pp. 566-586 ◽  
Author(s):  
Junjie Zhou ◽  
Meiyun Zuo ◽  
Yan Yu ◽  
Wen Chai
Keyword(s):  
Knowledge Sharing ◽  
Self Efficacy ◽  
Structural Equation ◽  
Online Community ◽  
Virtual Communities ◽  
Social Cognitive ◽  
Virtual Community ◽  
Outcome Expectation ◽  
Equation Modeling ◽  
Content Type

Purpose – The purpose of this paper is to investigate the effects of the environment of a virtual community (users’ interactions inside and outside of a community which are defined as the fundamental and supplemental interaction (FI and SI), respectively) on its users’ knowledge sharing (KS) and the underlying cognitive mechanism. Design/methodology/approach – A survey was conducted among the users who had experience of participating in a domain knowledge specific online community. A total of 479 valid observations were collected. Structural equation modeling was used to test the research model and hypotheses. Findings – The empirical results show that the fundamental interaction (FI) not only directly affects users’ knowledge acquisition (KA) and contribution, but also indirectly affects users’ KA and contribution partially through the users’ self-efficacy and outcome expectation. While the supplemental interaction (SI) negatively affects users’ KA, it positively affects the users’ knowledge contribution and this effect is also partially mediated by the users’ self-efficacy and outcome expectation. The mediators of self-efficacy and outcome expectation play distinct role on users’ KA and contribution in virtual communities (VCs). Originality/value – This research conceptualizes the users’ interaction inside and outside of a particular virtual community as FI and SI, respectively, and reveals the mechanism how they affect users’ KA and contribution. The results shed light on the literature of KS in VCs and extend social cognitive theory's application into a complex environment with blended interactions in a virtual world. The research also provides insights for virtual community designers, administrators and users.

User experience sharing

2018 ◽  
Vol 52 (5/6) ◽  
pp. 1154-1184 ◽  
Author(s):  
Tom Chen ◽  
Judy Drennan ◽  
Lynda Andrews ◽  
Linda D. Hollebeek
Keyword(s):  
User Experience ◽  
Online Communities ◽  
Structural Equation ◽  
Online Survey ◽  
Mobile App ◽  
Equation Modeling ◽  
Content Type ◽  
Key Driver ◽  
The Relationship ◽  
Level Of Effort

PurposeThis paper aims to propose user experience sharing (UES) as a customer-based initiation of value co-creation pertaining to service provision, which represents customers’ level of effort made for the direct benefit of others in their service network. The authors propose and empirically examine a user experience sharing model (UESM) that explicates customer-to-customer (C2C) UES and its impacts on firm-desired customer-based outcomes in online communities.Design/methodology/ApproachBased on an extensive review, the authors conceptualize UES and UESM. By using online survey data collected from mobile app users in organic online communities, the authors performed structural equation modeling analyses by using AMOS 24.FindingsThe results support the proposed UESM, showing that C2C UES acts as a key driver of both firm-desired customer efforts and customer insights. The results also confirmed that service-dominant (S-D) logic-informed motivational drivers exert a significant impact on C2C UES. Importantly, C2C UES mediates the relationship between S-D logic-informed motivational drivers and firm-desired customer-based outcomes.Originality/valueThis study offers a pioneering attempt to develop an overarching concept, UES, which reflects customers’ initiation of value co-creation, and to empirically examine C2C UES. The empirical evidence supports the key contention that firms should proactively facilitate C2C UES.

The Influence of Social Media Marketing Efforts and Brand Equity on Consumer Response

MEDIASI ◽  
2021 ◽  
Vol 2 (3) ◽  
pp. 163-180
Author(s):  
Dwi Mandasari Rahayu
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Consumer Response ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Trust ◽  
Study Results ◽  
Brand Involvement ◽  
The Impact

This research aims to determine the effect of social media marketing on brand equity, the impact on consumer response, and the effect on consumer response. The research methodology used is a survey. The number for the sample is 269 Telkomsel Jabodetabek customers. This study uses three hypothetical relationship models. Data analysis used Structural Equation Modeling (SEM) to determine the test of the effect of independent variables on the dependent variable. The study results indicate the influence of social media marketing efforts on brand equity and consumer response. However, there is no effect between brand equity and consumer response. The limitation of this study is that it only examines Telkomsel's customer respondents and does not examine factors such as brand involvement, brand experience, brand trust, and brand satisfaction.

scholarly journals Examining the ParticipACTION brand using the brand equity pyramid

2018 ◽  
Vol 8 (4) ◽  
pp. 378-396 ◽  
Author(s):  
Alexander Lithopoulos ◽  
Peter A. Dacin ◽  
Tanya R. Berry ◽  
Guy Faulkner ◽  
Norm O’Reilly ◽  
...  
Keyword(s):  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Exploratory Factor Analysis ◽  
Brand Equity ◽  
Structural Equation ◽  
Structural Equation Models ◽  
Equation Modeling ◽  
Content Type ◽  
Activity Promotion ◽  
Confirmatory Factor

Purpose The brand equity pyramid is a theory that explains how people develop loyalty and an attachment to a brand. The purpose of this study is to test whether the predictions made by the theory hold when applied to the brand of ParticipACTION, a Canadian non-profit organization that promotes active living. A secondary objective was to test whether this theory predicted intentions to be more physically active. Design/methodology/approach A research agency conducted a cross-sectional, online brand health survey on behalf of ParticipACTION. Exploratory factor analysis and confirmatory factor analysis established the factor structure. Structural equation modeling was used to test the hypothesized model. Findings A nationally representative sample of Canadian adults (N = 1,191) completed the survey. Exploratory factor analysis and confirmatory factor analysis supported a hypothesized five-factor brand equity framework (i.e. brand identity, brand meaning, brand responses, brand resonance and intentions). A series of structural equation models also provided support for the hypothesized relationships between the variables. Practical implications Though preliminary, the results provide a guide for understanding the branding process in the activity-promotion context. The constructs identified as being influential in this process can be targeted by activity-promotion organizations to improve brand strength. A strong organizational brand could augment activity-promotion interventions. A strong brand may also help the organization better compete against other brands promoting messages that are antithetical to their own. Originality/value This is the first study to test the brand equity pyramid using an activity-promotion brand. Results demonstrate that the brand equity pyramid may be useful in this context.

scholarly journals KETERKAITAN ANTARA PERCEIVED QUALITY,KESADARAN MEREK, KESETIAAN MEREK DAN CITRA MEREK

2011 ◽  
Vol 4 (1) ◽  
pp. 51
Author(s):  
Dedi Hidayah
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Primary Data ◽  
Equation Modeling ◽  
Store Brand ◽  
Retail Market

<p><span><em>As the retail market is still emerging on the last decade, naturally, the competition among </em><span><em>players becoming more challenging. Empowering all the resource of the organization as </em><span><em>added values would be the strategy to win the targeted market. Brand equity is one of </em><span><em>valuable assets of the company since its ability to gain market share against these rivals, and </em><span><em>the ability to keep customers by building brand loyalty which can in turn reduce marketing</em><br /><span><em>costs.</em><br /><span><em>The purpose of doing this study is to explore the interrelation of four brand equity components; </em><span><em>brand awareness, brand loyalty, perceived quality and brand image in modern store industry, </em><span><em>and improve the conceptualization of customer-based modern store brand equity.</em><br /><span><em>The research design used in this study is the hypotheses testing. The type of relationship </em><span><em>between the variables in this study is the co relational research, because the researchers are </em><span><em>interested in explaining the important variables related with the problems. </em></span></span></span></span></span></span></span></span></span></span></span></span></p><p><span><span><span><span><span><span><span><span><span><span><span><span><em>The hypothesis</em><br /><span><em>testing was done by using Structural Equation Modeling (SEM) with the support of Amos </em><span><em>version 7.0.</em><br /><span><em>This study is using primary data. The data was collected by questionnaire technique, by giving </em><span><em>the written statements to the respondents. And then, the respondents gave their feedback </em><span><em>about the statements given. The answers have been available.</em><br /><span><em>Keywords: </em><span><em>Brand awareness, brand loyalty, perceived quality and brand image</em></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br /></span></span></p>

scholarly journals The influence of brand equity on consumer responses toward Cho Gao dragon fruits brand

2020 ◽  
Vol 10 (1) ◽  
Author(s):  
Tran Tien Khoa ◽  
Nguyen Van Phuong ◽  
Trinh Vu Anh Thi ◽  
Nguyen Thi Minh Nguyet ◽  
Tran Van Dien ◽  
...  
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Brand Names ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Agricultural Product ◽  
Consumer Responses ◽  
Brand Association ◽  
Marketing Activities ◽  
The Government

This thesis study wants to implement a model test for better understandings of brand equity and consumer responses toward Cho Gao Dragon Fruit brand. With the rapid growth of agriculture, including domestic consumption and export of the dragon fruits, it is crucial to differentiate the Cho Gao Dragon Fruits to other competitors in both domestic and foreign markets. Using Structural equation modeling (SEM) to analyze the data of 274 questionnaires to investigate the effects of brand equity and its dimensions on consumer responses. The results show that brand equity dimensions such as brand awareness, brand association, perceived quality are interrelated and those dimensions have a direct and significant effect on brand equity, except brand awareness. The results support the assumption that brand equity has a positive relationship with consumer responses. The findings shed light on the current issues of the market for dragon fruits, which enables us to provide some suggestions for the Government to facilitate farmers and traders in building brand names, marketers for doing marketing activities, and students to know about brand equity of agricultural product such as dragon fruits.

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